Self-Serve Marketing at VMware with Request Portals

SHAWN BUTLER • MANAGER, DIGITAL MARKETING • VMWARE

Self-Serve Digital Marketing at VMware

Introduction

• Shawn Butler • Manager, Digital Marketing, VMware

• [email protected]

• 650-427-2920

VMware.com Footprint

42 Site Locales

19 Languages

20,000+ pages

> 6 Million Monthly Unique

Campaign Microsites

Full Personalization & Analytics

VMware.com Support Teams

Local Project/Program Management

Content Strategy Experts

IT and Dev Support Teams

Off-Site Augmentation

External Vendors

Localization / Globalizations

Does this look familiar?

Lead

Content

Writers

Strategist

Product Marketing

Launch Manager

PM’s

Analyst

Producers

Launch

Launch Manager

Region

Marketing Manager

Linguistic

Lead Translators

Press and Events

Launch Manager

PM’s

Production

Analytics

Why a new tool?

• One tool• Consolidated Source of TruthCentral• Clean, Intuitive Interface for requestors• Increased Efficiency managing requests/projectsSimple• As-A-Service access (Cloud Based)• Easy Signup for internal and external teamsAccessible• Reporting, Dashboards offer insights • Management awareness to aid decision makingVisible

What do we hope to accomplish?

Increased Efficiency• Easy access to work history• Full tracking of all requests• Simple project management• Improve & Encourage collaboration

Decrease SLAs• Faster turn-around• Optimize workflow• Allow for larger request capacity

GOAL: 20% gain in ticket volume

Research

Solution Simple Form BUDashWorkflow Access Custom Reports Tickets Projects Routing Eval QA/UATTool

EaseofUse

EasytoLearn

AssetStorage

Loc Weeks

Clarizen 2 3 aaS 4

PPM / HP 5 4 Server 6

HelpNow 3 4 Server 12

JIRA 5 4 aaS 4

SFDC (Iternal) 2 3 Server 2

MantisBT 2 3 Server 12

Principle Requirements Process Improvements Integration

How?

Customer Facing Portal

Project Management

•Central Request Portal–Simple, Easy–Ready Out of the Box –Self-Serve Dashboard –Production Queues & SLAs–Cloud Based

•Manage the Complex–Special / Large Projects–Custom Scope,

Workflow–Cross Functional–Run by a dedicated PM

Customer Interface• Mantra: Easy as Email

• Super Simple forms

• Instant User Access

• Request Status Dashboard

Balancing Act Optimization

•More Process–More detailed reporting–Tracking Hours–Status Reporting–Management Visibility

•Keep it Simple–Encourage Use–Accessibility–Less Training for All

SimplicityProcess

Simple Request Workflow

Accounts for over 90% of workload

Maintenance Requests

Small / Simple Projects

Supply Chain Changes

Graphics, Assets, etc

Communications

Auto-Notify key stakeholders

Ability to CC other users

Used By

Customers

Web Production Team

Project / Launch Workflow

Repeatable Project Creation

Project template and auto-assigned workflow

Data-Upload for tasks with URL, Assignee, etc

Used for launch project requests

Full localization capability

Status used for reporting and task assignments

Optional Change Management

Used By

Project Managers

Production, QA and Marketing Managers

Efficiency Gains

Multi-Tool Process

External

JIRA Single Tool Solution

BU creates PPM Ticket

WMM Reviews Ticket

Production Ticket made in Clarizen

Work Completed

Clarizen Ticket

Updated

WMM Notified of Completion

PPM Ticket Updated

Requestor Notified of Completion

BU creates JIRA Ticket

Beat Reviews Ticket

Work Completed

Requestor Notified of Completion

Graphic Requests

Email Requests

UAT and Sign-off

Speed and Capacity Improvements

Time Savings (7 to 3 day Reduction)

Volume Increase (200 to 1000+ Tickets)

Improvement sustained in future quarter

New SLAs met 99%

58%

5X

A Bright Future

JIRA

Webteam

Web Graphics

Web Dev / IT

GlobalizationCreative Services

Partners

Metrics

Future IntegrationsEnabled

Over time, we hope to expand the tool to become a single and central system for all cross-functional work across multiple teams.

Lingering Top Challenges

No Single-Sign-On or Active Directory support currently- On Atlassian’s radar for future implementation

Limited integrations available for Cloud instance of JIRA- Custom emails, CSS, etc - can not be modified in this Cloud version

Payment Options- Atlassian prefers credit card, VMmware prefers PO

Storage of assets- JIRA can store up to 25GB of data for the attachment of files

Questions?

Thank you!

SHAWN BUTER • MANAGER, DIGITAL MARKETING • VMWARE